[hummusandsushi]

The webpage appears to be made to serve as a warning to data-driven businesses to not fall into the same perverse set of incentives that McNamara created, to encourage business managers to diversify their accounts of the success of their business beyond just the quantitative narrative.

[pakitan]

I'd be more cynical and suspect this is some kind of elaborate SEO strategy. Submit the site to social networks -> wait till gets some love from the Google algorithm -> put ads on it -> profit.

[mulmen]

Why not just start with ads?

[hummusandsushi]

Possible, but this seems of rather a niche interest for a successful SEO strategy. I could grant that it would then be targeted specifically at the HN sort of social networks.